How smart tourism technology improves tourist experiences and what aspects of the technology are important for the improvement

Purpose This study aims to investigate smart tourism technologies (STTs) attributes (accessibility, informativeness, interactivity and personalization) from the perspectives of both macro, generally used via smartphones and micro, those embedded in smart applications (Apps). Design/methodology/approach This study adopted a mixed-method approach combining partial least squares structural equation modeling and conjoint analysis. In Study 1, partial least squares structural equation modeling was used to examine the effects of the four attributes on tourists’ experiential value, satisfaction and revisit intentions. Study 2 involved conjoint analysis, using a scenario-based online survey, to determine the relative importance of the four attributes. Findings The results of this study indicate that while tourists emphasize all four attributes to varying degrees, their effectiveness in enhancing tourists’ experiential evaluations and revisit intentions differs. Originality/value This study enriches the existing Stimulus–Organism–Response (S-O-R) theory by determining the experiential evaluation factors (experiential value and satisfaction) as parallel mediators at the organism stage. As the first attempt, the use of conjoint analysis to identify users’ preferences regarding STT attributes embedded on smartphone apps suggests a feasible mixed-method approach to studying tourists’ attitudes toward STT usage.